New Campaign, Same Candy

It’s been a quiet decade for the only candy bar with the cookie crunch.

After George Costanza touted the product in a memorable episode of Seinfeld, Twix has spent the better part of the 21st century watching from the sidelines as Aero bubbles lifted people through their day and Betty White snacked away on Snickers bars.

But idly by will Twix stay sitting, as the tastiest tandem in the chocolate aisle is finally coming out of its wrapper. The candy bar’s latest campaign plays on a rivalry between the two bars that makeup a single Twix. It’s right bar vs. left bar, and something tells me it’s going 12 rounds.

The ad will launch in the U.S. and Germany this month before going global, followed by more spots and a digital campaign that would feature competing left bar vs. right bar websites, Facebook pages, etc.

The first spot (seen below) looks so Wes Anderson-ish that we have watched, and re-watched it more times than we care to admit.

Now that Twix is back on the ad map, all that’s left to decide is whether you prefer your Twix bar “bathed” in chocolate or “cloaked.”